Course Description:
This course will introduce students to the fundamentals of analytics and insights derived from marketing. We will look at data-driven marketing measurement including how to calculate the financial return of investment. We will compare and evaluate some of the tools and learn how to drive data-driven marketing through developing a marketing strategy. Finally, we will understand the marketing investment required to develop and operate a truly data-driven team. We will examine the latest debates, tools, technologies, and social channels and their implications for social media analytics. we will further explore each channel used in digital marketing including paid, owned, and earned; and end with an exercise in segmentation.
University of Washington
Department of Communication